© Ahmad Zamil
34marketing strategies for the brand, and promote Jordan tourism product, to become a preferredoption in global markets. And it is known that private sector organization, whether owned byindividuals, or in the form of companies, are part of the community, and, therefore, theresearcher finds that the decision to establish the Jordan Tourism Board was the right decision,because it has allowed the community to participate actively in marketing tourism in Jordan.Through examining the adopted strategies , one can find that they are represent the actualdirections of the Jordan tourism product in terms of the tourist purposes, cultural , natural ,religious m adventurous , leisure and MICE destination ( Jordan Tourism Board , Website ).Since the mission of the Jordan Tourism Board is to lead the branding, promoting andpositioning of Jordan as a destination of choice, the JTB implements an integrated program of international promotional activities such as, participation in trade fairs, trade workshops, tradeand consumer road shows, familiarization trips, press trip, brochure and multimedia production,and media relations. In order to achieve its goals, JTB utilize the services of eleven offices inEurope and North America (www.visitjordan.com).Jordanian tourist attractions vary to include, historical sites like Petra as one of the newseven wonders of the world, Jordan river, mount Nebo, Madaba and numerous mediaevalmosques and churches, and natural locations such as, Wadi Rum, Dana nature reserves, Azraqwetland reserve and others.In the locations such as, Umm Qais, Jerash, Al Karak, Amman and Umm Al-Jimal,where there are archeological attractive features, belonging to the Romanian, Byzantine andIslamic culture. In addition to the health tourism which is focused in the Dead Sea and Maien,and the religious tourism as mentioned early. But the question that arises now is: is it sufficientto the existence of these features, for marketing tourism in Jordan?
Tourism Marketing Mix
Tourism marketing mix nowadays characterized in complexity high cost and the difficulty of selection the components. McManus (2010) has argued that the elements high cost in tourismmarketing mix are: - branding, which may include brand name, product name, logo, tagline, keymessages, byline and photography.-
marketing collateral ( banners, brochures, flyers, signs and posters) and this includes costsuch as, designing of attractive for institutional statements photography and the logos ,also printing brochures cost and the cost to distribute these brochures. In this regard,some authors have suggested some means that aim to reduce the cost such as :-
employing inputs from less expensive resources-
Focus on products that do not require substantial additions, leading to cost reduction.especially the labor cost-
achieving economies of scale by high volume sales-
get attractive discount on purchases like transportation , hospitality and food (Fyall andGarrod, 2005, p.89)Internal mix elements include for example, hospitality, guest relations, quality control, personalsales and employee morale. The external mix elements, devoted to attract new customers throughoffering recreational facilities, the comfortable traveling, hotels and pricing(www.tripod.com/travel and- tourist- marketing .html). In their study entitled '' using multiplesense in tourism marketing'' (Isaccsson and Alakosk, 2009) pointed out that the marketing forcesused by tourism organization in order to achieve a targeted level of sales in a targeted market.